chapter eight: research comm 106-001 instructor: tara berson copyright © 2011 pearson education,...

Chapter Eight: ResearchComm 106-001Instructor: Tara Berson

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8-1

Do Your Homework: Research!Research is the natural starting point for any public relations initiative.Managers want

results and proof of performance.

Clients are less interested in what we think than what we know.


Essential first stepAlthough instinct and intuition are

important, they’re no way to begin a public relations campaign.

Managers want proof: they demand measurement, analysis and evaluation at every stage of the public relations process.

In an era of scarce resources, money can’t be spent unless it contributes to bottom-line business objectives.


What is research?


This early example of research depicts the return of biblical scouts sent by Moses to explore the land of Canann. Failure to interpret their data correctly caused them to wander in the desert for 40 years!

Research is the systematic collection and interpretation of information to increase understanding.

Key research questions: How can we identify and define constituent groups?

How does this knowledge relate to message design?

How does it relate to the design of our programs?

How does it relate to how the media we use?

How does it relate to the media schedule we adopt?

How does it relate to implementation of tactics?


The real research challenge When to do

what?

With whom?

For what purpose?


Principles for public relations research Clear program

objectives and outcomes tied to goals

Differentiating between measuring outputs and outcomes

Measuring media content in evaluation

Consideration of multiple measurement techniques

Considering differences in tools’ effectiveness.

Measurement stems from clearly identified key messages, target audiences and channels of communication.


-- The Institute for Public Relations Research and Education

Types of public relations researchIn general, research is conducted to:Describe a process, situation, or

phenomenon.Explain why something is

happening, its causes, and what effect it will have.

Predict what may happen if we do or do not take action.


Types of public relations research…

Applied research

Theoretical research

Secondary research


Secondary research

Online databasesIndustry trade

journals GovernmentInformal contactsPublished

company accounts

Business librariesProfessional

organizationsOmnibus surveysCensus dataPublic records

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This type of research utilizes data collected by someone else. Examples of sources include:

Methods of public relations research

Surveys

Communications audits

Unobtrusive measures


Surveys This is one of the most frequently

used research methods in public relations.

Surveys can be applied to broad societal issues or more focused issues.

Surveys come in two types:◦Descriptive◦Explanatory

Most survey research is now done online.


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Surveys consist of four elements:Sample

Questionnaire

Interview

Results analysis


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The sampleThe sample, or selected target

group, must be representative of the total public.

Always remember:◦Sampling is tricky, and must be

conducted with accuracy.◦Data is perishable and dynamic, so

sampling must be completed quickly.


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Types of sampling…

Random Sampling Keys:

◦Equality: every element has an equal chance of selection.

◦Independence: selection of one element does not influence the selection of others.

Generalizations from the sample are made to the population.


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Types of sampling…Nonrandom SamplingThis is broken down into three types: Convenience samples:

◦Accidental, chunk or opportunity samples; unstructured and unsystematic.

Quota samples: ◦The researcher chooses subjects based on

specific characteristics.Volunteer samples:

◦Utilizes willing participants who agree to respond.


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The questionnaire Keep it shortUse structured

questionsMeasure intensity

of feelingsUse clear languageNo loaded

questionsNo double-barreled

questionsPretest

Attach letter of explanation

Hand-stamp envelopes with unique stamps

Follow-up post card

Send out more questionnaires than needed

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Interviews Interviews can provide a

more personal, firsthand feel.

They can be done in person, by phone or mail, or online.

Formats include: ◦ focus groups◦ telephone interviews◦ e-mail interviews◦ drop-off interviews◦ intercept interviews◦ Delphi panels◦ Internet interviews


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Results analysisThis is a key step in order to

make meaningful recommendations. Always ask:

Were the results both valid and reliable?

What is the margin of error?Were the results statistically

significant?Was the study conducted

appropriately and ethically?Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

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EvaluationSuccessful evaluation depends on: setting measurable program objectives. securing management commitment.determining the best way to gather data.reporting back to management.selecting the most appropriate outcomes.

Accountability is the key word. Resources are limited, and management expects it.


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Measuring public relations outcomesFour common tools:

1. Awareness and

comprehension measurement

2. Recall and retention measurement

3. Attitude and preference measurement

4. Behavior measurements


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chapter eight: research comm 106-001 instructor: tara berson copyright © 2011 pearson education,...

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